Looking to find out the difference between native advertising and display advertising? Or wondering if you should switch from display to native? Then read on, you’ll find examples, definitions and meanings for display and native.
The definition of display advertising
Technically, display advertising refers to any website advertisement – whether text, video, image or animation (gif).
For many, display ads are deemed intrusive. Display’s popularity is in a downwards spiral: people are tired of being shouted at and have developed what is known as ‘ad blindness’.
Display banner ads, according to Jason Bigler, Product Management Director at Google, are “1990s rectangle ad experiences which consumers hate”. With consumers switching to mobile and video, display advertising makes increasingly little sense to savvy marketers.
The definition of native advertising
Placing the emphasis on user experience and expectations, native ads are designed to foster a relationship with readers. Native advertising can replicate the format, function or content of a website, creating a flow that doesn’t appear interrupted by ads.
Who uses native advertising?
Websites and blogs from a variety of industries have already successfully incorporated native. Here are a few such examples:
The six benefits of native advertising
By 2021, 74% of ad revenue is predicted to be derived from native advertising according to Business Insider. Here are six reasons why:
1. The increased adoption of native in recent years has been driven by the surge of ad blocking software. As a format that blends into content, native advertising is not affected by ad blockers.
2. It drives higher brand engagement – showing ads that are more relevant to the user increases the chances they will perform an action, hence delivering higher revenues.
3. It enhances content quality and improves user experience – by offering contextual ads, the user will feel like they’re getting a ‘personalized offer’.
4. It is, quite simply, less intrusive than traditional display ads.
5. It is a good fix for ‘banner blindness’ – The amount of advertising the average person is being exposed to every day has led to consciously or unconsciously ignoring traditional ads.
6. Good native advertising does not force something down users’ throats, but instead delivers an idea that either sparks emotion, educates or entertains.
Native advertising is expected to flourish in the upcoming years, and the beneficiaries are three-fold: advertisers gain more engagement, users have a better experience and publishers increase their earnings.
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